The National Football League has made significant strides in expanding its audience reach through exclusive streaming deals with various media companies. This strategic move to incorporate streaming into its media distribution has not only paid off in the U.S. but has also helped broaden its fanbase globally. Hans Schroeder, the NFL’s executive vice president of media distribution, emphasized the league’s commitment to growing its audience through these partnerships during CNBC x Boardroom’s Game Plan sports business event.
The NFL’s decision to include streaming as part of its media rights deal is evident in its collaboration with Amazon’s Prime Video for exclusive streaming rights to “Thursday Night Football.” This partnership was just the beginning, as other legacy media broadcast partners were also granted the opportunity to stream games on their respective services. The league further expanded its streaming presence by offering its “Sunday Ticket” package on Google’s YouTube TV, streaming “Sunday Night Football” games on Peacock by Comcast’s NBCUniversal, and securing an exclusive Wild Card game on the same platform. Netflix also entered the scene by acquiring rights to air games on Christmas Day starting this year. These strategic moves highlight the NFL’s proactive approach to adapting to the digital era.
The exclusive airing of the NFL Wild Card game on Peacock earlier this year marked a significant milestone in the league’s streaming strategy. With a record-breaking 27.6 million viewers, it became the most-streamed live event in history, signaling the success of the NFL’s foray into streaming. The recent NFL game in Brazil, available exclusively on Peacock, further underscored the growing popularity of streaming among viewers, attracting an average of 14 million viewers. These milestones reflect the positive impact of the NFL’s experimentation and willingness to embrace streaming platforms for audience engagement.
Partnership Success in Streaming
Collaborations with streaming platforms like Peacock have proven to be fruitful for the NFL, as evidenced by the positive reception from viewers and the growing audience base. NBC Sports President Rick Cordella commended the NFL for its willingness to experiment and innovate in the streaming space, emphasizing the success of Peacock’s sports strategy. The alliance with YouTube for the “Sunday Ticket” offering was also backed by data indicating high sports viewership across various platforms, further validating the league’s shift towards streaming as a viable option for engaging viewers.
While the majority of the NFL’s media rights deals are still with traditional broadcast partners, the league’s focus on expanding its fanbase through streaming is evident. Despite the enduring popularity of live sports broadcasts on traditional TV, the NFL recognizes the importance of catering to the evolving consumer preferences towards streaming platforms. By incorporating both traditional TV and streaming into its media strategy, the NFL aims to align with consumer trends and grow its global audience base.
The NFL’s move towards global expansion is further exemplified by its partnership with Netflix to stream games for the next three years. This collaboration not only signifies the league’s commitment to engaging a global audience but also reflects its anticipation of rivaling domestic viewership numbers. With two games set to stream on Netflix this year and additional matchups planned for 2025 and 2026, the NFL is poised to leverage streaming platforms for international growth.
The NFL’s successful shift to streaming has not only enhanced its audience reach but also positioned the league as a forward-thinking entity in adapting to changing media consumption habits. By embracing streaming platforms and forging strategic partnerships, the NFL has paved the way for continued growth and innovation in the digital landscape of sports entertainment.